Aligning Consumers Around Low-Carbon Competitiveness

Julia Joo-A Lee, Harvard Kennedy School, USA
This study identifies which affective and cognitive factors influence consumers’ behavioral change with regard to environmental decisions. It hypothesizes that eliciting incidental guilt is more effective in changing consumer behavior than eliciting incidental shame. Results suggest that consumers’ environmental decisions may be misattributed, and informed by an individual’s incidental emotional state.
[ to cite ]:
Julia Joo-A Lee (2011) ,"Aligning Consumers Around Low-Carbon Competitiveness", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.